ouidad

Launched in 1984 by stylist Ouidad Wise, the brand began as the first salon in the United States dedicated exclusively to curly hair. A Lebanese immigrant and curly-haired woman herself, Wise established the New York City-based company to empower individuals to embrace their natural hair texture, a mission that was revolutionary at the time. The brand is built on a deep understanding of curl structure, pioneering signature cutting methods like the "Carve and Slice" and styling techniques such as the "Rake and Shake," which are still used in salons globally. Its products are developed to address the unique needs of every curl type, from loose waves to tight coils, with award-winning formulas that focus on hydration, frizz control, and definition. The product range includes sulfate-free cleansers, nourishing conditioners, and styling solutions like the popular Advanced Climate Control Heat & Humidity Gel. These formulas are developed with botanical ingredients to strengthen the hair from within. The brand's commitment to the curly community extends beyond products to education, with certified salons and stylists trained in its specific methodologies. After decades of building a loyal following, Ouidad Wise and her husband co-founder Peter Wise sold the company but left a lasting legacy of curl confidence. The founder also established the Curls for a Cure foundation to support breast cancer research, a cause she is personally connected to.